Big East football schools to take 'American Athletic' name

Apr. 4, 2013
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by Dan Wolken, USA TODAY Sports

by Dan Wolken, USA TODAY Sports

The football schools of the former Big East Conference will be re-branded as the American Athletic Conference, commissioner Mike Aresco announced after unanimous approval by the conference's board of directors.

"We worked with our institutions, sports marketing experts, media partners, and also solicited opinions and reactions from collegiate sports fans to create a compelling list of names," said Aresco. "Versions that included the word 'American' led every list. American Athletic Conference represents a strong, durable and aspirational name for our reinvented Conference.

The name is expected to be announced officially within the next 24 hours. The schools agreed last month to sell the Big East name to the so-called Catholic 7, which broke away from the Big East to form a non-football league. ESPN was first to report the choice.

A number of names were considered, including the possibility of reviving the defunct Metro Conference name. The common name of the league will be "the American".

"We engaged our fans through social media and focus groups in multiple cities, and we conducted extensive quantitative research," Aresco added. "We also received terrific input from our partners at ESPN and CBS Sports. Our name is a nod to tradition, but at the same time makes clear our determination to be a Conference with national impact and appeal. The American Athletic Conference will represent core American values of optimism, energy, growth and innovation. We have a broad geographical footprint that represents unity as well as diversity."